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84 The PCB Magazine • October 2015 pertise under the MacDermid name brand than any other company in the world, period. We're so excited about what's possible. Matties: You will have a knowledge base to pull from, because of all this knowledge from around the world. Kenney: It's really going to be powerful, so it comes down to most of our conversations in- ternally now being about how we execute prop- erly. There are ways you could take these three companies and screw it all up. Matties: We've seen it done. Kenney: Right! Over the years, there has been a lot of business cases about how to just go spend money and watch it all disappear. Our focus is on how do we maintain customer preference? That, for us, is the number one thing. How to make sure the customers sees this as, "Wow, this is much better for us, because we get faster ser- vice, potentially more knowledgeable service." The new products that come out of innovation now will be a hybrid of exactly what Don said: The smartest guys at these companies got to- gether and there's a step change in technology available to the market space. If we do it well, that's where we'll end up. Cullen: It's the products, the service, and also the global reach—it's all important. A lot of our most important customers are multinational, and they mainly interact with our regional peo- ple around the world. Now, increasingly, we're going to be able to communicate with our Asian people at their Asian location, our North Amer- ican people at their North American location, along with our global resources, all together on the same phone call. Kenney: We do this today, we'll talk with the big PCB fab, and they'll have literally the same part number they're trying to make here, and they're also going to make it in some other plant in Asia or one of their other plants. We'll have an internal call and say, "Hey, this is how we run the process here." We've got our strategic sales guys and our technical guys here, and the same ones in Asia, and we'll talk exactly about how we run the process, because that same part number is being moved from one plant to the other. That, again, is all about the value to that fabricator. We do that today, on what I would consider a small scale. With the potential ac- quisitions coming, we think that scale is going to change dramatically. Again, we don't want to be just an outside third-party supplier to the industry. We want to embed ourselves in that whole fabrication process. Matties: It's interesting, I recently did an in- terview with EchoStar [1] and it's a lot like what you're doing, but in reverse. EchoStar is part of the Dish Network, and they manufacture all the satellite set-top boxes. They're taking the total integration strategy that you're talking about with their EMS. Their quality has never been higher in terms of their finished product. For the EMS, they are getting their Diamond Award, an incredibly difficult award to earn. In fact, when they first came out with the standard to achieve this, people were saying, "You're crazy; it's im- possible." Kenney: Not possible to get it. CyCLE TIME REDUCTION FOR DOMESTIC AND GLOBAL CUSTOMERS FeATure inTervieW